Research on the Effect of Short Beauty Videos on Audiences

-- Take the Little Red Book Platform as an Example

Abstract

Along with the rise of new media industry, the influence effect of beauty review videos, as a branch of short video vertical, should not be underestimated. From the perspective of the influence effect on the audience, we take the short videos of beauty category assessment released in Little Red Book platform as the research object, and explore the influence effect of cognition, attitude and behavior based on the 5w communication theory of communication, and structure the four levels of subject, content, mode and audience of the communication process, and use questionnaire survey method, and conduct reliability analysis, descriptive analysis, SPSS26 software. The hypotheses were verified by SPSS26 software, ANOVA, and correlation analysis. The research results show that: the professionalism of the communication subject positively affects the communication effect; the proportion of images and the length of communication mode positively affect the communication effect; the young women among the communication audience are more likely to be influenced by short videos. The chaos in the self-media industry cannot be eradicated in a day or two, and there is a long way to go to solve these problems.